Shared mission: securing Singapore’s future as the safest place on planet earth
A new statutory board within Singapore’s Ministry of Home Affairs, HTX, needed to unify employees around a visionary shared mission whilst attracting science, securing Singapore’s future as the safest place on planet earth’ emerged.
Engaging multiple stakeholders within this newly created entity formed the basis of an employee brand value proposition, elevating science and technology careers into a higher calling around Singapore’s societal security.
1. Uniting employees under a visionary shared mission
2. Attracting science, technology & engineering talent to a noble cause
3. A dynamic identity built to scale and evolve
Exponential Impact
Framing within the nation’s homeland security context, a bold brand purpose of ‘Securing Singapore’s future as the safest place on planet earth’ emerged. Supported by a series of aspirational messages that highlighted the ‘(e)x-factor’ of the brand. The brand narrative leveraged the visual and verbal language of the science and technology industry and inspired a dynamic identity.
Launch Day
On December 2nd, the HTX brand was officially launched by Prime Minister Lee Hsien Loong as the tenth entity within the Ministry of Home Affairs and signified another commitment to its brand purpose of securing Singapore’s future through technology and innovation.
